Micro-Influencers and Macro-Influencers

Micro-influencers, on the other hand, are individuals who work in their category or are truly knowledgeable, passionate and authentic. They are seen as a trusted source for buy recommendations.

Micro-influencers have more than 22 times more conversations each week than average consumers regarding recommendations on what to buy, based on a study Experticity released last year.

Among its findings:

74 percent of micro-influencers encourage someone to “buy it or try it” compared to 66 percent of the general population;

87 percent of the buying recommendations they make happen face to face; and

82 percent of respondents were highly likely to follow a micro-influencer’s recommendation.

“More voices on the same message can better influence than a single voice on the same message because the former is more tightly targeted and the people delivering the message are more trusted,” remarked Rob Enderle, principal analyst at the Enderle Group.

B2B Micro-Influencers

Ideally, micro-influencers in the B2B tech company world would be peer users, Enderle told the E-Commerce Times.

“Peers have always been the most powerful demand generators,” he pointed out. “We trust them over all else.”

Getting customers to become vocal advocates “is very difficult, and expanding that to scale is almost impossible,” Enderle noted. That’s because business customers often are restricted in terms of what they can talk about.

Creating Influencer Marketing Programs

Companies have to take several steps to create a B2B influencer program, suggested marketer Wendy Marx. Following are some of her recommendations:

Create a dedicated team to manage and nurture influencer relations;

Set goals for the program;

Identify the key audience;

Find, watch and engage with the best influencers; and

Measure results.

LinkedIn earlier this year launched an enterprise edition of its Sales Navigator product, with strengthened links to CRM, and it is one product that could advance the impact of micro-influencers in B2B tech marketing, suggested Ray Wang, principal analyst at Constellation Research.

The LinkedIn product “is going to target not internal but external micro-influencers,” he told the E-Commerce Times.

By nature, LinkedIn “is a tool that’s almost uniquely designed for micro influence at scale,” Enderle observed.

“If someone can figure out how to [implement micro-influence] in a B2B environment at scale, they would become unstoppable” he said, “particularly if they were a marketing agency that could use this skill for multiple clients.”

SOS Children’s Villages work to prevent family breakdown and care for children who have lost parental care, or who risk losing it. They work with communities, partners and states to ensure that the rights of all children, in every society, are respected and fulfilled.

In particular they do extensive work to protect vulnerable children associated with the gold mining industry in Africa. As such it is incumbent upon the founders of iPayGuru to support such a charity and we encourage you to do the same.

Did you know ?

The Internet is the global system of interconnected computer networks that use the Internet protocol suite (TCP/IP) to link devices worldwide.

Approximately 3.2 billion people use the internet. Out of this, 1.7 billion of internet users are Asians. In fact, it is estimated that approximately 200 billion emails and 3 billion Google search would have to wait if the internet goes down for a day.

30,000 websites are hacked every day. Highly effective computer software programs are used by cybercriminals to automatically detect vulnerable websites which can be hacked easily.

First webcam was created at the University Of Cambridge to monitor the Trojan coffee pot. A live 128×128 grayscale picture of the state of the coffee pot was provided as the video feed.

Internet sends approximately 204 million emails per minute and 70% of all the mails sent are spam. 2 billion electrons are required to produce a single email.

First tweet was done on 21st March, 2006 by Jack Dorsey and the first YouTube video to be uploaded was “Meet At Zoo” at 8:27 p.m. on Saturday, April 23, 2005 by Jawed Karim.

The majority of internet traffic is not generated by humans, but by bots and malware. According to a recent study conducted by Incapsula, 61.5% or nearly two-thirds of all the website traffic is caused by Internet bots.

In 2005, broadband internet had a maximum speed of 2 Megabits per second. Today, 100Mbps download speeds are available in many parts of the country. But experts warn that science has reached its limit and fiber optics can take no more data.

The first spam email was sent in 1978 over ARPNET by a guy named Gary Thuerk. He was selling computers.

Online shoppers can buy cars, clothes and millions of other things with the click of a button and figurative swipe of a credit card. In fact, U.S. consumers spend $1,200-$1,300 per year online, but that number will increase by 44%, to $1,738, by 2016. In that year, ecommerce sales are expected to hit $327 billion.

By 2016 the total transaction value of mobile payments in the U.S. hit $62.24 billion. The user base is still relatively small, with only 7.9 million users in 2012. Usage should grow during the next few years to over 50 million mobile payment users by 2017.

51% of people who did not complete a purchase on a mobile device stopped because they did not feel comfortable entering their credit card details

81 percent of people research online before buying it either offline or online.

Only 60 percent of people use search engines to search the products, the rest 40 percent directly land on the ecommerce portals or have direct links

An average online shopper visits the target platform at least 3 times before finalizing the product.

33 percent of online sales take place after 6PM, likely due to the fact that people get back from offices around then, giving them some private time to think of themselves and their needs.